So you have finally jumped on the LinkedIn bandwagon – that’s great! You’ve taken the first step to leverage your company content in one of the most important B2B networking platforms. But now, more questions will arise: how do you know if your company posts are performing well?
Although direct interactions such as likes and comments might be an indicator of your content’s success, these numbers only tell one part of the story.
In this article, we share some standard industry benchmarks you can use to measure your LinkedIn Page’s content performance – and we’ll also let you in on some of our agency’s secrets to make sure you’re achieving your LinkedIn goals.
Benchmark goals: LinkedIn Page content
As mentioned in previous blog posts, LinkedIn tends to promote native content on their feed – that is, content that doesn’t take any users away from the platform. But there’s another reason to invest time in making native content (in particular, PDF slideshows): they generate 3x more clicks than any other types of content on LinkedIn, as research by social media agency CloudCampaign has shown.
LinkedIn’s average click-through rate (CTR) across all types of content is 2.2% (in profiles with up to 5,000 followers), so including more native content in your LinkedIn strategy might boost your company page. Depending on the number of followers, CTR goes from 3.5% to 8.6%.
See how this compares to other types of content:
| Type of content | Average CTR*** |
| Native content (e.g. PDF slideshows, newsletters) | 6.19% |
| Image | 2.26% |
| Link | 2.15% |
| Video | 1.53% |
**On company page profiles with up to 5,000 followers, according to Social Insider data from January 2021 to April 2022.
However, be aware that CTR metrics differ from images and slideshows to video content: they only count when a user watches a video for more than 3 seconds. That means the percentage will be lower, but the post will get more attention – a great feature for branding strategies.
In addition, CTR might not be the only KPI to watch out for on LinkedIn. The engagement rate will also show you how well your content is performing.
Leveraging the engagement rate on LinkedIn Pages
Although there’s never a one-size-fits-all solution, it’s worth giving videos a try – even as part of a company page strategy. That’s because posting videos can bump up your users’ engagement rate: while the average engagement on LinkedIn is 3.16%, videos can reach up to 4.49% (in accounts under 50k followers).
(One of the reasons behind this could be that LinkedIn prioritises video above all other content).
Check out how that compares to other types of content:
| Type of content | Average engagement rate*** |
| Video | 4.49% |
| Image | 3.83% |
| Link | 3.55% |
| Native content (PDF slideshows, newsletters) | 2.82% |
**On company page profiles with up to 5,000 followers, according to Social Insider data from January 2021 to April 2022.
| Bonus tip: according to a Social Insider report, your number of followers might change what type of content is more likely to have more engagement rate. For pages between 50-100k followers, images generate the highest engagement levels (up to 4.06%) and, for pages with over 100k followers, native documents are the most engaged content type (4.84%). |
Reach: what numbers should you be looking for?
While analyzing your LinkedIn page performance (or doing a LinkedIn audit), page reach is always a metric to keep in mind. But what numbers should you be looking for?
That will depend on your page size.
| Company page size | Average reach** |
| < 5k | 6.17% |
| 5k – 10k | 3.02% |
| 10k – 50k | 2.96% |
| 50k – 100k | 1.63% |
| > 100k | 2.41% |
**According to Social Insider data from January 2021 to April 2022.
Generally speaking, though, you want your page reach to be above average – that is, over 3.49%.
| Get more exposure: videos can help you with reach, especially if your LinkedIn Page is still under 5,000 followers, which totals an average of 17.18% views. Regardless of how many followers your page has, you’re looking at average video views of 14.46%. How well are your videos doing? |
Is it time to optimize your LinkedIn strategy?
Are any of your numbers below the average benchmarks given above? It might be time to optimise your LinkedIn profile and company page – or finally, get that LinkedIn content strategy going. To find out more about whether LinkedIn is right for you, your team, and your company brand strategy, visit our sales page or book a discovery call with us.
If you’d like to learn more about whether LinkedIn is right for your team — and your greater company brand strategy, review our packages or book a meeting.
If you liked reading this article, I recommend the following content:
